Why brand film works

Video is not only THE big buzz word for B2B comms in 2018, but it looks set to gain even more traction in the new year.


Brand films work because we prefer watching videos to reading text (Ed. Except, not this reader right here! Some of us prefer the written word, but I’m a writer, go figure). According to Cisco, by 2021, 80% of online trafficwill be video based. And with a whopping 9 billion internet video users, this kind of data translates to real significance in the B2B sphere – the corporate world needs to jump on board the video train if it has any hope of competing for the attention of internet users from all walks of life including the business professional and executive.


The very best brand films aren’t about overt selling techniques or brand signalling. Instead, they sell the ethos and values of big businesses and brands in a creative, imaginative way that connects and resonates with the intended audience.


The shopping cart whisperer

A great example of this is the Verisign Shopping Cart Whisperer film. Have a little look, you’ll like it!

This one works because it gets the audience on side. We feel all sorts of warm fuzzy feelings and we might even have a little smile to ourselves – the horse whisperer concept applied to shopping trolleys? Yes please.


The film finishes with a link (no longer working I’m afraid!) that ultimately directs clickers to Verisign’s service – sold as the solution to ecommerce cart abandonment.


So, in summary, this one works because it runs at a comically creative tangent and personifies the poor abandoned shopping trolleys all alone in the wild to the ones we all have no problem abandoning in the cyber world. In other words, it gets us to think differently and offers a real-world solution to a real-world commerce problem.


Just a little look into the fabulously creative world of brand film – stay tuned for more!